Horizontal vs Vertical Directories - What's the difference?

In the world of search, it is important to know the difference between (existence of?) horizontal and vertical directories, and how to utilize both in an effort to drive users (who don't know about you) to your web site.

Horizontal Directories:

Let's start with horizontal directories. These are the directories you're most familiar with. Traditional yellow pages (print and online) are in the horizontal format. They cover topics like: pizza, mufflers, doctors, lawyers, automotive, restaurants, plumbers etc. The horizontal directory covers a lot if different subjects, all arranged on a horizontal line so you can find them.

Here are some examples of horizontal directories:

YellowPages.com

SuperPages

Switchboard

CitySearch

DexKnows

Vertical Directories:

Vertical directories are not as widely known, but are increasingly popular and relevant. Vertical directories take a subject matter that lands on the horzontal directory line and drills deep into the knowledge base of the subject. It is within these vertical directory spaces that you may find your ideal customer. The horizontal diretories have traditionally been used when a service is needed. For example, if I have broken pipe, I need a plumber now, and would use a horizontal directory (or a vertical about plumbing) right away.

However, if I were researching an arthritic knee solution, finding an appropriate restaurant for a party, researching what kind of lawyer handles my need or planning a garden, a vertical directory woud be the place to start. You will find MUCH more information about the topic in the vertical space. The vertical will cover in depth information that the horizontal can't touch.

Here are some examples of vertical directories:

Health: WebMD.com

Dining: Restaurants.com

Lawyers: FindLaw.com

Lawn and Garden: Lawn and Garden Search

A Search Engine Marketing strategy should be inclusive of horizontal and relevant vertical directories in order to expose your business to the broadest audience. You will be pleasantly suprised by the traffic you get from a both areas.

Steve